USSEC Conducts Public Cooking Class using Soybean Ingredients in Mexico

The U.S. Soybean Export Council (USSEC) organized and conducted a public cooking class using soybean ingredients to promote the use and health benefits of soy products on November 29, 2014 in a Mexico City public park with more than 200 participants. USSEC brochures and promotional articles, along with product samples, were included in giveaway bags for participants. Event promotions included eight radio plugs, newspaper advertisements and banners for internet and social media. USSEC gave four interviews to media to discuss its mission and marketing activities, along with providing information about soybean products and their health benefits. These interviews were published in radio, newspapers and magazines. The public cooking class and the media promotion regarding the health benefits of soybean products proved to be very successful with 97 percent of the attendees convinced to use soybean products as a source of healthy foods. USSEC´s message spread by various media outlets was estimated to reach 9,306,212 people and the media coverage of the event was equivalent to over $86,000 USD.